Course content
The flexible nature of this course will allow you the opportunity to explore specific aspects of digital marketing. In your first semester you will study four modules based around an advanced knowledge of the foundations of digital marketing: Scanning the Digital Environment, Strategic Marketing Communications and Media Management, Global Digital Consumer Behaviour and Experience, and Management Control and Internal Audit.
After this you will tackle the content side of digital marketing and be given the knowledge to create a global digital marketing strategy. This will be taught in two modules: Content Curation and Development, and Global Strategic Digital Marketing Management. You will also take a Work Based Project Preparation module to set you up you for your final semester
There's more, you'll end your course with the Co-creation with Brand Communities and Masters Work Based Project modules. The project module will provide you with the opportunity to focus on an live issue that is relevant to your workplace or placement. This will culminate in you leaving with experience, as well as knowledge, to help forward your career.
Professional body accreditation
Accredited by The Chartered Institute of Marketing (CIM) for the purpose of gaining CIM qualifications through the Graduate Gateway.
Modules
The tables provide an indicative list of the modules that make up the course for the current academic year. Each module is worth a specified number of credits. Our teaching is informed by research, and modules change periodically to reflect developments in the discipline. We aim to ensure that all modules run as scheduled. If for any reason a module cannot be run we will advise you as soon as possible and will provide guidance on selecting an appropriate alternative module.
Digital Marketing Analytics
Digital marketing technology is radically transforming how businesses operate. The performance measurement of digital marketing campaigns is extremely challenging, and this is where digital marketing analytics can be particularly helpful for making data-driven business decisions. In this module you will learn about web analytics, social media analytics, and search marketing analytics, with a focus on deriving insights from digital data to make informed marketing decisions. You will get the opportunity to gain practical experience in key marketing analytics tools used in the industry.
Module code: MKTG73376
Contemporary Digital Marketing Strategy
With a broad focus, this module is designed to allow you the scope to focus on the existing digital marketing framework and to explore new approaches to digital strategic planning. Additionally, you will consider the role of the digital consumer and how potential changes in consumer behaviour may impact an organisations approach to digital marketing planning.
Module code: MKTG70357
Digital Marketing For Sme's
In this hands-on module you will learn how to use digital marketing tools and techniques including the latest techniques for local/national/international SEO, driving sales from email marketing and paid online advertising. This includes using contemporary digital marketing tools such as SEMrush, Ubersuggest, Google Analytics, Search Console, Tag Manager and Data Studio.
Module code: MKTG70358
Digital Marketing Strategy In Practice
This module is dedicated to you developing a Strategic Digital Marketing proposal with an external organisation which will give you a solid basis for your 60 CATS work placement at the end of the course. Oral presentations and a proforma will be used to develop your proposal through the module using an iterative process.
Module code: MKTG70368
Ai Digital Marketing
The AI in Digital Marketing module explores the transformative impact of Artificial Intelligence on modern marketing strategies, equipping students with the skills to integrate AI-driven tools into digital campaigns, branding, and content creation. Through a hands-on, project-based approach, students will experiment with AI-powered platforms to develop brand identities, build websites, and create personalised marketing strategies. The module covers key areas such as AI-generated content, predictive analytics, automation in customer engagement, and AI-driven SEO, providing both theoretical insights and practical applications. Students will critically assess the ethical implications of AI in marketing, including bias, transparency, and data privacy. By engaging with cutting-edge AI tools, they will develop innovative approaches to digital marketing, preparing them to leverage AI for competitive advantage in the evolving digital landscape.
Module code: MKTG73374
Digital Marketing Work Placement
This module is your digital marketing work placement and as such you will implement with an external organisation your skills and knowledge that you have learnt on the course. Placements can be in private, public or charity sector so that you can tailor your project to your career goals.
Module code: MKTG70367
Global Digital Marketing Decisions
Global markets result in rapidly changing customers needs, driven by cultural norms and an accelerating pace of technological change. In this module you will address these challenges and how they impact on the digital marketing decisions facing marketers today.
Module code: MKTG70356